If on the other hand you did the appropriate rebase, you'd end up with this:

- o - o - o - H - P - Q - R - A' - B' - C' (master)
|
(origin/master)

The content of your work tree should end up the same in both cases; you've just created a different history leading up to it. The rebase rewrites your history, making it look as if you had committed on top of origin's new master branch (R), instead of where you originally committed (H). You should never use the rebase approach if someone else has already pulled from your master branch.

Finally, note that you can actually set up git pull for a given branch to use rebase instead of merge by setting the config parameter branch.<name>.rebase to true. You can also do this for a single pull using git pull --rebase.